Marketers should “listen, listen, listen” and “deeply understand their consumers” the corporate marketing director for P&G has told attendees at the Engage conference, organised by the IAB.
Talking about the blurring of the lines between media and creative agencies, Roisin Donnelly (pictured), said that all brands need today is a “big idea” and argued that “we no longer have above the line and below the line”.
Citing this year’s Old Spice campaign, which ran across TV and online, Donnelly described how in the past Old Spice ran the same campaign for 12 Christmases – which turned it into a “granddad brand” - but the big idea reached out to female as well as male purchasers online and offline.
She added: “You can no longer tell and sell as the Mad Men did in the 1960s.”
Donnelly highlighted the importance of testing the consumer path to purchase, and refinement based on desired user experience.
“Online drives higher shares and higher loyalty,” she said. “But our consumers are not always delighted with the experience”.
Using the example of power toothbrushes, Donnelly described how for one P&G product from search to purchase took 12 clicks, once the path was reduced to four clicks “sales doubled overnight,” she said.
Donnelly also explained how P&G is committed to promoting innovation within communications, including in-game advertising, which is a perfect media to target “tribes who play games 100% of the time” adding that in-game is a “brilliant place to target this tribe”.
In a nod to the rise of social media, Donnelly added, “consumers are our advertisers and pass on our message.” She closed with the message .“
Following Donnelly in his first appearance at Engage, Ek argued that “the way of doing business has changed, there is a move from ownership to access of music”. According to the serial entrepreneur, this is why the music industry, once worth $50billion a year is today worth $17 billion and could be worth $15 billion or less this year.
Wrapping up Engage 2010, comedian Jimmy Carr was quizzed by IAB chairman Richard Eyre on the popularity of social networking.
“No one will overtake Facebook and Twitter,” said Carr. “They’re like The Beatles and Elvis. They were the first.”
When asked what advert he would like to star in Carr said: “Show me the money I’m not fussy, I will do feminine bloating if they ask.”
However, when pressed on the question of selling-out he argued that there is a difference between doing a voice over and appearing in–shot. According to Carr, the brand has to be right for the comedian.
“John Smiths made Jack Dee a star, a household name – more so than his TV sitcom. Same with Peter Kay, the ads fit with his personality. A perfect match,” he added.
Showing his up to date knowledge of the advertising business, Carr commented on how he thought brands were becoming more like broadcasters.
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